Earned media is the most potent endorsement of your brand in an era in which trust is the primary factor in purchasing decisions. It is a critical component of effective online reputation management, as it enhances credibility and increases your digital presence.
What Is Earned Media?
The term “earned media” refers to content that has been “earned” as a result of the excellence of your product, service, or content. It may manifest as third-party coverage, social media mentions, and consumer reviews.
This type of media is indispensable for digital reputation management due to its capacity to establish credibility and trust. Nevertheless, it is the most difficult form of media to acquire due to the fact that you lack direct control over it.
In order for individuals to leave positive reviews, recommend your brand, mention you in conversations, and repost your content, they must authentically appreciate and connect with the value you provide.
Earned Media vs. Paid Media
It is beneficial to comprehend the distinctions between earned media and other forms of media prior to further exploring their function in online reputation management.
Media is classified into three categories: owned, sponsored, and earned. We should commence by contrasting owned and paid media:
- The platforms that your business controls, such as your website or social media profiles, are referred to as Owned Media. The content is managed by you, which results in cost-effectiveness and adaptability. Nevertheless, it necessitates consistent endeavour to remain pertinent.
- Paid media refers to advertisements or sponsored content—anything that is purchased in order to achieve immediate visibility. Although it is effective in increasing traffic, it necessitates consistent investment.
You have complete control over the narrative when you utilise owned media, such as blog posts and social media content. In contrast, paid media allows you to determine the location and audience of your advertisements. In either scenario, you are the one in control.
Earned media, on the other hand, is not under your direct control and cannot be purchased. Rather, you acquire positive experiences through the words of others about your brand, rather than through payments.
Examples of Earned Media
Some of the most prevalent examples of earned media are as follows:
- Review Sites: Customers have the option to provide feedback on Yelp, TripAdvisor, or Google Business Profile. Conducting online reputation marketing and influencing purchasing decisions can be facilitated by obtaining candid, favourable reviews on these platforms.
- Media Coverage: Earned media includes organic mentions in articles, TV segments, or gift guides. Contrary to paid coverage, these mentions are typically determined by their newsworthiness or merit (e.g., a product featured in a gift guide or a company’s accomplishments highlighted in a television segment).
- Social Media Shoutouts: Customers may share their experiences or recommend your products on social media platforms such as Facebook and Instagram through posts about your brand. Although these posts are beyond your control, the likelihood of positive social media recognition is enhanced by the provision of exceptional service and the implementation of online reputation monitoring.
The Role of Earned Media in Online Reputation Management and SEO
Earned media is a potent third-party endorsement that establishes credibility and trust. Tim Clarke, the Senior Reputation Manager at SVBY, elucidates that the authenticity of earned media significantly increases the likelihood that consumers will trust it over traditional advertising or company-controlled messaging.
A brand’s reputation and trust are bolstered by favourable mentions from peers, industry influencers, or reputable publications. Additionally, the promotion of customer interaction is facilitated by the encouragement of these endorsements, which results in a more engaging and favourable brand image.
Additionally, earned media provides search engine optimisation (SEO) benefits:
- Quality Backlinks: Earned media generates valuable backlinks from reputable sites, thereby increasing the trustworthiness and search rankings of your site.
- Enhanced Brand Visibility: The visibility of the brand is enhanced by mentions across platforms, which in turn enhances the positioning of search results and click-through rates.
- Signals of Fresh Content: Your brand’s activity is indicated by regular earned media, such as social shares or customer reviews, which increase your “freshness” score and indicate relevance to search engines.
6 Strategies To Increase Your Chances of Obtaining Earned Media
Although you have no control over earned media, there are methods to increase your likelihood of obtaining valuable coverage and influencing it.
1. Create Shareable, Engaging Content
An exceptional approach to initiating the process of driving earned media is to create content that is both engaging and shareable. It initiates conversations, providing your audience with a topic that is worth discussing and sharing, thereby increasing brand recognition.
The inquiry is: What constitutes “shareable and engaging content”? This may encompass a variety of possibilities, such as:
- In-Depth Industry Research
- eBooks or lead magnets
- podcasts or interviews
- new tools or product launches
When selecting a subject, prioritise what will resonate with your intended audience. Examine the topics that captivate them and the subjects that they are anxious to expand their knowledge on. A topic that is well-chosen and in accordance with their interests will motivate them to share and engage, thereby generating opportunities for earned media through retweets, reshares, and their own posts.
2. Build Relationships With Industry Journalists
Reporters and journalists frequently solicit quotes and insights from industry experts to enhance the credibility and substance of their stories, thereby generating valuable opportunities for brands such as yours. Your brand can increase its visibility by becoming a dependable source, which can be achieved through reputable media mentions.
Nevertheless, media relationships necessitate genuine, continuous care. Mutual value and consistent engagement are essential for establishing a rapport with journalists.
The following are a few quick suggestions for establishing robust media relationships:
- Maintain consistent engagement to remain visible to them. Leave a comment on their articles and share their work on social media.
- Serve as a resource rather than merely delivering a sales proposal. Provide valuable information or perspectives, even if they are not immediately advantageous to you.
- Maintain punctuality and respect. Respond promptly with plain, concise information when journalists contact you. Demonstrating respect for their deadlines and time constraints is highly beneficial.
3. Encourage Customer Reviews and User-Generated Content
Customer reviews are a type of earned media that has the potential to considerably impact the perception of your brand and consumer behaviour among customers. Positive reviews strengthen your brand’s credibility and trust, which in turn motivates potential consumers to interact with it. On the other hand, prospects may be discouraged by bad reviews, rendering digital reputation management an indispensable endeavour.
User-generated content (UGC) is another area in which you should concentrate. UGC is any content about your brand that is generated by consumers, rather than your business, as its name implies.
It frequently illustrates genuine consumer interactions with your brand, thereby creating trust and increasing engagement. Furthermore, it is a cost-effective method of bolstering your online reputation marketing endeavours by reducing the necessity for in-house content creation.
You can improve your online presence, conquer the management of your online reputation, and attract new audiences through authentic, earned media by actively encouraging user-generated content (UGC) and customer reviews.
4. Leverage Influencer Collaborations
Influencer marketing is expected to achieve a record high of $33 billion by the end of 2025, demonstrating its continued effectiveness as a strategy. Brands are increasingly acknowledging the importance of collaborating with influencers to improve their credibility and reach.
However, influencer campaigns that are successful are not accidental; they are established through mutually advantageous partnerships.
To establish robust connections with influencers:
- Conduct Research and Customise Outreach: Demonstrate genuine interest in the influencer’s content, audience, and values by customising your communication.
- Provide Value Beyond Compensation: Collaborate on creative initiatives, share exclusive insights, or provide exclusive access to products.
- Encourage Feedback and Establish Clear Expectations: These actions foster trust and ensure that both parties are in agreement.
- Consistently Engage: Demonstrate your support and engage with their content by enjoying, commenting, and sharing.
5. Monitor and Respond to Online Conversations
A straightforward method of enhancing earned media opportunities is to engage in online conversations, which is why it is essential for digital reputation management. Active participation enables you to address customer enquiries, rectify problems, and foster positive experiences that foster trust and loyalty.
For effective online reputation monitoring, it is possible to initiate the process with free social listening tools such as Google Alerts. These tools can assist you in maintaining a vigilant watch over brand mentions, allowing you to promptly respond to feedback and acclaim. The outcome? Consistent, thoughtful engagement that contributes to the development of consumer perceptions in significant ways.
6. Monitor and Measure Your Earned Media Value
Consider Earned Media Value (EMV) as the quantified version of the “buzz factor.” It quantifies the organic exposure that your brand receives from press coverage, social media mentions, and consumer reviews. This metric assists in comprehending the genuine influence of your digital visibility in the absence of paid promotion.
Align your online reputation monitoring with your strategy and platforms to effectively track and measure your EMV.
For example, in order to evaluate the influence of search engines on your website, it is important to monitor referrals, mentions, and backlinks. Conversely, monitor brand mentions and pertinent keywords on social media platforms to determine the extent to which your brand is being discussed online.
Bonus: Prepare for the Highs and Lows of Earned Media
It is essential to anticipate and prepare for all forms of attention, whether positive or negative, when attempting to increase earned media. Criticisms may arise, and earned media will not always be favourable.
Fortunately, they contribute authenticity to your online reputation marketing.
Clarke stated, “It is preferable to have a high score over four stars than a perfect five.”
Customers anticipate that even the most prominent brands will encounter criticism on occasion.
Maintain consistency with your brand and establish a strategy for managing both positive and negative press. By accepting feedback in the context of online reputation management, you can exhibit transparency, convert obstacles into opportunities, and optimise your earned media strategy.
